AP branding and design system

Ap Advancing The Power Of Facts Globe

The Associated Press

Advancing the Power of Facts

Our purpose

We believe accurate news is essential to civil society.

It starts with firsthand reporting, and the wider its reach, the greater its impact.

More than half the planet sees news from us every single day, and we believe a world in which more people know what’s happening around them is better equipped to face the challenges we share.

No organization in the world does more to advance the power of facts.

Ap 200725575821Dana Felipe

Photographer Felipe Dana carries his camera inside an intensive care unit for COVID-19 patients in Badalona, Spain, April 1, 2020.


Our values and personality

Integrity, action and independence

In an increasingly fragmented media world, AP’s values shape our trusted reputation and underscore the expertise that differentiates us from others in the industry. These brand values are the foundation for our behaviors, actions and culture.

Gutsy, resourceful and connected

With 53 Pulitzer Prizes — more than any other news organization in the categories for which we can compete — the AP brand speaks for the people who work for us. Our brand personality traits reflect who we are and how we act and make us stand out among news organizations.


Kathy Gannon, AP senior correspondent in Pakistan and Afghanistan, investigates the background of an Islamic State suicide bomber who killed 149 people in Pakistan, Aug. 7, 2018.

AP Photo / Shakil Adil

Our promise

Advancing the power of facts

More than a marketing slogan, this is a promise to our customers, their consumers and society as a whole — one which should inform both our actions and our words.

Because we believe that access to accurate, unbiased information is essential to civil society, we work to expand the reach of factual reporting by giving the world’s most important media companies a single platform that makes compelling, firsthand news an economically viable driver of audience growth.

A Jewish Settler Struggles Against Israeli Security

A Jewish settler struggles against Israeli security during clashes that erupted as authorities evacuated the West Bank settlement outpost of Amona, east of the Palestinian town of Ramallah, Feb. 1, 2006. Thousands of troops in riot gear and on horseback clashed with hundreds of stone-throwing Jewish settlers holed up behind barbed wire and on rooftops in this illegal West Bank settlement outpost Wednesday, after the Supreme Court cleared the way for the demolition of nine homes at the site. 2007 Pulitzer Prize winner for breaking news photography.

AP Photo / Oded Balilty